【Commentary】Jingcai praise: Buying rich and innovative "cultural New Year goods" with pyrotechnics for the masses | times

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Recently, the Central Propaganda Department, the Central Civilization Office, the Ministry of Culture and Tourism, the State Administration of Radio and Television, and the China Federation of Literary and Art Circles jointly issued the Notice on Carrying Out the "Our Chinese Dream" in 2022 - Culture into Ten Thousand Homes Activities" Carrying out the activity of bringing culture into ten thousand homes and preparing "cultural new year goods" for the broad masses of the people not only meets the new needs and expectations of the people for the cultural life of the festival, but also helps to enhance the cultural self-confidence of the people and cultivate the spiritual outlook of being vigorous and energetic and unswerving.

Spit out the old and the new, giving the new year a taste. Accurate docking with traditional Spring Festival folklore, sending Spring Festival, Sending New Year paintings, and sending operas to the countryside is a "reserved program" for culture to enter thousands of homes during the Spring Festival, and has always been welcomed by the masses. It not only maintains the traditional folk customs, but also gives the elements of the times from the content, giving people a new feeling and meeting people's good wishes for innovation. Recently launched in the country "new life, new fashion, new year painting" - our well-off life art works display activities, through woodblock New Year paintings, New Year paintings, peasant paintings and illustrations with New Year painting elements, vividly depict the new picture of the people's well-off life in the new era, bringing everyone a different taste of the year and a new sense of gain.

Keep pace with the times and reflect a happy new life. Building a moderately prosperous society in an all-round way and embarking on a new journey of rural revitalization, people put forward higher requirements for the cultural life of festivals, and look forward to expressing their feelings, praise and yearning for a better life through cultural and artistic means. Professional cultural and artistic workers go deep into the grassroots to feel the new changes around them, create and perform excellent works that reflect the new life and new style, guide and mobilize the masses to sing the praises of the new era through literary and artistic styles, hold "village evening" activities with local characteristics, and enter the activities of culture into thousands of homes, which are grounded, have fireworks, and are rich in the atmosphere of the times, and are also closer to the masses and more popular with everyone, and at the same time better play a positive role in guiding new year customs and leading new fashions.

Use the number of clouds to enrich the new experience of the New Year. The Internet is booming and penetrating into all aspects of modern society, especially under the background of epidemic prevention and control, the "cloud" New Year has gradually become a New Year custom, bringing people more and more new gains and new fun. This requires that culture into wanjia pay more attention to people's "cloud" enjoyment, and be good at using digital technology innovation to enrich people's "cloud" experience. Hold "concerts in the air", move intangible cultural heritage to the "clouds", and launch "My Hometown Year"... Online and offline linkage, online and offline integration, culture into the wanjia more and more "tide", but also for the development of China's excellent cultural heritage to open up a new channel, open up a new realm.

The footsteps of the Spring Festival are getting closer and closer, the "New Year's taste" is rising in the land of China, and the development of cultural activities into thousands of homes is in line with the common expectations of the people to purchase "cultural New Year goods". The "cultural New Year goods" with innovative ideas and fireworks can more set off the festive atmosphere of the Spring Festival, better meet the cultural consumption needs of the masses during the Spring Festival, and also enhance the sense of happiness and enhance the spirit.

Author: Fan Zijun